Leading Practices for Digital Marketing

A Survey can deliver insights, even if it doesn’t deliver a clear directive on practices. Adobe’s survey on optimization offers insights, concrete data, and some tantalizing hints—and also provokes a few important questions. As Kevin Lindsay observed in his latest Adobe blog post, optimization investments deliver competitive advantage. To whit: 61% of Adobe Target customersContinue reading “Leading Practices for Digital Marketing”

Geotargeting: Killing App for Personalization

One of the many fantastic benefits of the digital age is staying connected with your life, even when far from home. Geotargeting is a deadly assault on that promise of a digital home-away-from-home. I’ve been travelling for some months, and feeling frustrated. When I ask for [whatever].com, I want the .com version. Not the localContinue reading “Geotargeting: Killing App for Personalization”

Why Salesforce.com Acquires ExactTarget

On June 4, 2013 Salesforce.com announced that it has signed an agreement to acquire ExactTarget. Salesforce.com has been the dominant CRM platform for a decade. It should be the leader in all aspects of customer interaction. But in recent years, it has fallen behind in supporting marketing activities that are increasingly customer-focused, rather than segment-focused.Continue reading “Why Salesforce.com Acquires ExactTarget”

75% of Marketers Think Recommendations are Good Enough

If recommendations are so important, why don’t companies invest in making them more effective? In a recent survey by Adobe, 40% of ecommerce respondents have automated recom-mendations on their sites, or are in the throes of implementing them. Roughly 1 in 5 media and financial services companies are investing in automated recommendations. Yet, half ofContinue reading “75% of Marketers Think Recommendations are Good Enough”

3 Automation Questions for Recommendations Solution Providers

A decade ago I watched vendors of site search solutions teach customers new skills: how to manage synonyms and common misspellings, how to identify poorly performing searches and improve them, how to change their content to produce better search results, how to create and manage rules to control search, how to offer the right navigationContinue reading “3 Automation Questions for Recommendations Solution Providers”

4 Customer Profile Questions for Evaluating Your Personalization Solution

Personalization is a concept open to wide interpretation – its meaning seems to be, well, personal. One man’s integrated marketing is another man’s personalized customer experience. But at heart, personalization is about persons. And this is why the customer profile is, or should be, at the heart of anything calling itself a personalization solution. HereContinue reading “4 Customer Profile Questions for Evaluating Your Personalization Solution”

Wilkommen, Bienvenue, God Dag, RichRelevance

On May 13, RichRelevance acquired Avail. This is very good news for RichRelevance. The combined company is now global, with customers in 29 countries. It is Numero Uno for personalization solutions in Internet Retailer’s rankings for USA and Europe. RichRelevance, founded 2006, is the leader in North American retail, serving a billion recommendations a day.Continue reading “Wilkommen, Bienvenue, God Dag, RichRelevance”

Is Your Targeted Marketing Making My Job Easier?

I had the opportunity this weekend to listen as customers encountered a newly personalized customer experience. Each customer was presented with a web page of content entirely selected based on his or her profile. When asked if they valued the News email they received, the answer was no, it is so rarely relevant it’s notContinue reading “Is Your Targeted Marketing Making My Job Easier?”

B2B Personalization: The New Baseline

Personalization in B2B is more complex than in B2C, and potentially even more rewarding. It is more complex because there are more people involved, and the relevant information is broader. The potential rewards are greater than B2C because the relationships tend to last longer and involve more revenue. Relationships are deeper because they are expensiveContinue reading “B2B Personalization: The New Baseline”